Blogging and Social Media For Business

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Social Media presentation for the Georgia Tech Enterprise Innovation Institute in Macon, GA on 9 July, 2008.

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Blogging and Social Media For Business

  1. 1. Chris Cree
  2. 2. Blogging and Social Media For Business
  3. 3. Social Media Strategy Consultant Chris Cree Helping people exercise the Golden Rule in online communications. <ul><li>Using Social Media to: </li></ul><ul><li>Expand Territory </li></ul><ul><li>Reach a Broader Audience </li></ul><ul><li>Gain Valuable Feedback </li></ul><ul><li>Increase Sales </li></ul><ul><li>See More Repeat Business </li></ul><ul><li>Get More Referrals </li></ul>
  4. 4. Wikipedia Definition: Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner in which information is presented, depends on the varied perspectives and &quot;building&quot; of shared meaning, as people share their stories, and understandings. Social Media
  5. 5. Boil it down. A Simpler Definition: Social Media Communication Formats Publishing User Generated Content That Allow Some Level of User Interaction
  6. 6. Social Media Some Common Features <ul><li>User Accounts </li></ul>(Not all found every time) <ul><li>Friend Lists </li></ul><ul><li>Built-in Interaction </li></ul><ul><li>Easy to Add Content </li></ul><ul><li>Customizable </li></ul><ul><li>Public & Private Content </li></ul><ul><li>RSS Syndication </li></ul><ul><li>API’s </li></ul>
  7. 7. Social Media Example Sites News Digg, Reddit, Netscape, Newsvine, Shoutwire Bookmarking De.licio.us, Furl, ma.gnolia, Spurl Networks MySpace, Facebook, LinkedIn, Live Journal, Yahoo 360 Photos Flickr, Picasa, Photobucket, ImageShack, SnapFish
  8. 8. Social Media Example Sites Video YouTube, Google Video, Seesmic, Joost, Revver Microblogging Twitter, Tumblr, Pownce, Jaiku, Spock, Plurk Miscellaneous MyBlogLog, StumbleUpon, Wikipedia, Slideshare, Last.FM Savannah SavannahNow, Evoca, OddPodz, Balaya, CityTrex
  9. 10. Social Media Can Help Business Potential Benefits of Sound Social Media Strategy <ul><li>Increased Web Traffic </li></ul><ul><li>More Inbound Links </li></ul><ul><li>Build Brand Awareness </li></ul><ul><li>Improve Customer Loyalty </li></ul>
  10. 11. Social Media Can Help Business Potential Benefits of Sound Social Media Strategy <ul><li>Sense Market Changes More Rapidly </li></ul><ul><li>Earlier Problem Detection </li></ul><ul><li>Relatively Low Cost </li></ul><ul><li>Integrates with Traditional Marketing </li></ul>
  11. 12. Social Media Can Help Business Potential Benefits of Sound Social Media Strategy <ul><li>Develop Word of Mouth </li></ul><ul><li>Reach Beyond Local Market </li></ul><ul><li>Executive Visibility and Leadership </li></ul><ul><li>Compounding Efforts Over Time </li></ul>
  12. 13. Social Media The Up Side is HUGE
  13. 14. A Subset of Social Media Simply a Web Site With Special Characteristics (Much MORE than Just a Diary) Blogs
  14. 15. Blogging Software Designed to Make Web Publishing Simpler For People with Modest Technical Abilities Blogs
  15. 16. Blogs Some Common Features <ul><li>Individual Posts </li></ul>(Not all found every time) <ul><li>Comment Sections </li></ul><ul><li>Easy to Add Links </li></ul><ul><li>Audio or Video Possible </li></ul><ul><li>Reverse Chronology </li></ul><ul><li>Public or Private </li></ul><ul><li>RSS Syndication </li></ul><ul><li>Low Cost </li></ul><ul><li>Easy to Add Photos </li></ul><ul><li>Highly Customizable </li></ul>
  16. 17. Search Engine Authority Search Engines’ Business is Producing Relevant Results Their Competition is Always Just a Click Away Their Search Algorithms are Closely Guarded Corporate Secrets
  17. 18. Search Engine Authority Age of the Domain How log ago was the domain (URL) created? All else being equal... The Big 4 Factors A web site that has been around for 5 years will be seen as more of an authority than one 5 weeks old, and get ranked higher as a result. Older Domain = Higher Search Rankings Cannot be controlled.
  18. 19. Search Engine Authority Page Depth Number of web pages on a given domain (URL) All else being equal... The Big 4 Factors A web site with 1,000 pages will be seen as more of an authority than a web site with 5 pages, and get ranked higher as a result. More Page Depth = Higher Search Rankings
  19. 20. Search Engine Authority Inbound Links Number of links into domain (URL) from other sites All else being equal... The Big 4 Factors A web site with 5,000 inbound links will be seen as more of an authority than a web site with 5 inbound links, and get ranked higher as a result. More Inbound Links = Higher Search Rankings
  20. 21. Search Engine Authority Regularly Updated Content New content being added to domain (URL) All else being equal... The Big 4 Factors A web site that is updated several times a week will be seen as more of an authority than a web site with that hasn’t changed in 4 months (or 4 years!) and get ranked higher as a result. Regularly Updated Content = Higher Search Rankings
  21. 22. Search Engine Authority <ul><li>Age of the Domain </li></ul><ul><li>Page Depth </li></ul><ul><li>Inbound Links </li></ul><ul><li>Regularly Updated Content </li></ul>The Big 4 Factors More Big 4 = Higher Search Rankings
  22. 23. Hold Blogs Up Against <ul><li>Age of the Domain </li></ul><ul><li>Fixed – Platform Irrelevant </li></ul>The Big 4 Factors <ul><li>Page Depth </li></ul><ul><li>Every Blog Post is a New Web Page </li></ul><ul><li>Inbound Links </li></ul><ul><li>Blogs Make Linking Easy & Attract Links </li></ul><ul><li>Regularly Refreshing Content </li></ul><ul><li>Blog Posts & Comments Add Content </li></ul>
  23. 24. All Else Being Equal… A Properly Implemented Blog Will Outperform a Traditional Static Web Site In the Search Engines Every. Single. Time.
  24. 25. Social Media Example #1 When Things Go Horribly Wrong Old Media Approach to a New Media Problem
  25. 26. Social Media Example #2 Engaging the Twitter Community
  26. 27. Twitter
  27. 28. Zappos CEO Active on Twitter
  28. 29. Publicly Capture all @Zappos Tweets
  29. 30. 436 Zappos Employees on Twitter <ul><li>Actively Engaging </li></ul><ul><li>Multiplying Efforts </li></ul><ul><li>436 Different Circles of Influence </li></ul><ul><li>Makes Company “Personal” </li></ul>
  30. 31. Social Media Example #3
  31. 32. jetBlue Crisis Response via YouTube
  32. 33. jetBlue Engaging Twitter Community
  33. 34. ON http://jonathanfields.com/blog/jetblue-twitter-customer-service-or-to-spy/ Traveler Mentions jetBlue on Twitter @jetBlue “Follows” Traveler Dialog Results Traveler Blogs About the Experience
  34. 35. ON http://jonathanfields.com/blog/jetblue-twitter-customer-service-or-to-spy/ People Like Me Read Blog Post I Follow @jetBlue on Twitter I Tell People Like You You can’t BUY that word of mouth marketing
  35. 36. www.slideshare.net/ChrisCree/ blogging-and-social-media-for-business
  36. 37. Contact Info 111 Misty Morning Way Savannah, GA 31419 P: 912-927-7734 F: 912-927-7143 C: 912-667-8055 Skype: Chris-Cree Google Talk: ChrisCree Twitter: ChrisCree SlideShare: ChrisCree Chris Cree

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